Before Kohli , came Gopichand and Bachchan. The former badminton player turned star coach’s dedication to health and fitness is well known. He also swears by a no-sugar rule. So, when he was approached by a cola brand to endorse their product, it was a no brainer for him to turn down the offer. That it was one of the few deals that had come his way didn’t change his decision either. And such is his influence over his disciples that his student PV Sindhu also refused to endorse cola brands. As for Bachchan, he had been endorsing cola before. But a young man’s innocent question on why he endorses products that are not good for health made him change his mind.

While many popular Bollywood stars have endorsed fairness creams, some have refused to associate with the product that has received flak all around. Ranaut and Kapoor have both taken a stand against it. Ranaut has been quoted saying that she never understood the concept of fairness as a child and refuses to perpetuate the stereotype. Kapoor too spoke about the product promoting discrimination and racism.

Last year, the Delhi government urged celebrities to stop endorsing tobacco products, gutka, paan masala etc. Leone, when asked for her stand on the issue, spoke of her intent to consider the request of the authorities seriously. She said she didn’t smoke and didn’t find the habit pleasing either.

A few years ago, news broke about Tendulkar being approached by a liquor company to endorse its products for a record deal amount of Rs 20 crore annually. He turned down the offer, and, in doing so, managed to keep a promise he made to his father that he would never endorse tobacco or liquor products. As a sporting icon, his decision was hailed as responsible and worthy of a sporting star of his stature.

For the public: Arjuna Ranatunga

At Goafest last year, Arjuna Ranatunga, former captain of the Sri Lanka cricket team, reportedly told the audience that celebrities should not do “toilet ads” for money. He recounted how he had got a lucrative offer to endorse something as a teenage cricketer, and how his mother told him never to sell his talent or his body for money. Ranatunga said the only advertisements he had done to date were a couple of public service ads – one regarding polio, and the other, about 20 years ago, to let people know MRI services were finally available in his country.